The following Bachelor thesis is meant to analyze if and how cancel culture and shitstorms online, especially on social media, can affect companies and how affected companies can recover from the outcomes.
For avid social media users online shitstorms, especially on the platform Twitter, can frequently be witnessed. It was therefore a very interesting topic to look further into, to be able to understand what can trigger a shitstorm and what the consequences for companies could look like.
This thesis is also supposed to answer if or how a company can recover from a shitstorm, if they were affected by one. Furthermore it is meant to show what effective measurements could look like and if shitstorms could even be prevented in the first place and if yes, how they could be prevented. To achieve that, the first step will be to take a closer look at what makes social media so important to businesses. For that, an insight on the most important social media apps and websites will be given. After that, the dangers of social media to companies will be analyzed. The thesis will then continue by showing what makes shitstorms and cancel culture dangerous to a company. To achieve that, possible triggers of a shitstorm will be analyzed, as well as what phases a shitstorm has and what possible outcomes could look like.
Furthermore, a closer look will be taken at how consumers react to shitstorms by analyzing the results of a self made survey. The survey was made to understand, if and how consumers let shitstorms influence their buying decisions and if they would stop buying a certain product or brand if they were involved in a shitstorm. Following that, three companies, Nestlé, Amazon and Nike, which have already been at the center of a shitstorm, will be analyzed as case studies. To analyze the companies, a closer look will be taken at the reasons for these shitstorms, how each company was affected in terms of image and revenue and how they handled the situation. Furthermore, it will be explained if shitstorms could be prevented in the first place and how to successfully manage and recover from a shitstorm when affected by one. For this, a best practice example will be given in chapter 6.
Inhaltsverzeichnis (Table of Contents)
- Introduction
- Definition cancel culture
- Definition shitstorm
- Definition social media
- Definition influencer
- The importance of social media
- Top social media platforms
- What makes social media important?
- Customer engagement and Reputation management
- Customers as influencers
- What makes social media dangerous to a company?
- Cancel culture and shitstorms
- Types and Characteristics of a shitstorm
- Causes of a shitstorm
- Phases and Duration of a shitstorm
- What makes shitstorms dangerous?
- Possible outcomes of a Shitstorm
- Cancel culture - the toxic side of social media
- Survey
- Methodology
- Participants
- Results
- Conclusion Survey Results
- Case Studies
- Nestlé
- What caused the shitstorm?
- What were the outcomes?
- How did they react?
- Conclusion Nestlé
- Nike
- What caused the shitstorm?
- What were the outcomes?
- How did they react?
- Conclusion Nike
- Amazon
- What caused the shitstorm?
- What were the outcomes?
- How did they react?
- Conclusion Amazon
- Conclusion Case Studies
- Nestlé
- Crisis plan - When the shitstorm strikes
- How to deal with a shitstorm
- How to recover from a shitstorm
- Best practice example: Burger King
- Can shitstorms be avoided?
Zielsetzung und Themenschwerpunkte (Objectives and Key Themes)
This work aims to explore the phenomenon of cancel culture and shitstorms on social media, analyzing their causes, consequences, and potential impact on businesses. It investigates how companies can mitigate risks and manage their online reputation effectively in the face of negative publicity. The study also includes a survey to understand public perception and attitudes toward these phenomena.
- The definition and impact of cancel culture and shitstorms.
- The role of social media in shaping public opinion and brand reputation.
- Strategies for crisis management and reputation recovery in online environments.
- Analysis of case studies demonstrating the real-world consequences of online controversies.
- The effectiveness of proactive strategies to mitigate negative online publicity.
Zusammenfassung der Kapitel (Chapter Summaries)
Introduction: This chapter provides foundational definitions for key terms like "cancel culture," "shitstorm," "social media," and "influencer," establishing a common understanding of the concepts crucial for the subsequent analysis of their impact on businesses and brands. These definitions provide the conceptual framework for the rest of the text.
The importance of social media: This chapter explores the significance of social media in modern business, highlighting its role in customer engagement, reputation management, and the emergence of customer influencers. It also examines the potential risks and dangers associated with social media, setting the stage for the following chapters that delve into the negative aspects.
Cancel culture and shitstorms: This chapter delves into the nature and characteristics of cancel culture and shitstorms, examining their various types, causes, phases, and potential dangers. It provides a detailed analysis of the mechanisms by which these phenomena unfold and the potential negative outcomes for affected individuals or organizations, establishing a crucial understanding of the dynamics at play.
Case Studies: This chapter presents several in-depth case studies of companies – Nestlé, Nike, and Amazon – that have experienced significant shitstorms. Each case study meticulously dissects the causes of the controversies, analyzes their resulting impacts, and reviews the companies' responses to these crises. This comparative analysis offers valuable insights into effective and ineffective strategies for navigating online reputational damage. The conclusion of this chapter synthesizes findings across the case studies.
Crisis plan - When the shitstorm strikes: This chapter offers practical guidance on handling and recovering from online crises. It provides actionable steps for companies to mitigate the impact of shitstorms, including best practice examples like that of Burger King. This chapter focuses on proactive and reactive measures, aiming to equip businesses with tools to effectively manage reputational risk.
Schlüsselwörter (Keywords)
Cancel culture, shitstorm, social media, online reputation management, crisis communication, brand reputation, customer engagement, influencer marketing, case studies, risk mitigation, social media crisis, negative publicity, online controversies.
Frequently Asked Questions: Cancel Culture and Shitstorms on Social Media
What is the overall topic of this text?
This text comprehensively explores the phenomenon of cancel culture and shitstorms on social media, analyzing their causes, consequences, and impact on businesses. It examines how companies can manage online reputation effectively in the face of negative publicity, incorporating a survey and case studies for a thorough analysis.
What key terms are defined in the text?
The text defines crucial terms such as "cancel culture," "shitstorm," "social media," and "influencer," providing a foundational understanding for the subsequent analysis.
Why is social media important for businesses, according to this text?
The text highlights social media's importance in modern business for customer engagement, reputation management, and the influence of customer opinions. However, it also acknowledges the potential dangers social media poses to a company's reputation.
What are the characteristics of a shitstorm, as described in the text?
The text details the types, causes, phases, and potential dangers of shitstorms, providing a deep dive into the dynamics of these online controversies and their potential negative outcomes.
What case studies are included in the analysis?
The text includes in-depth case studies of Nestlé, Nike, and Amazon, examining the causes of their respective shitstorms, the resulting impacts, and their responses to the crises. These case studies offer insights into effective and ineffective crisis management strategies.
What practical guidance does the text offer for managing online crises?
The text provides actionable steps for companies to handle and recover from online crises, including best practice examples and strategies to mitigate the impact of shitstorms. It also explores whether shitstorms can be avoided altogether.
What is the methodology of the survey included in the text?
The text outlines the methodology, participants, results, and conclusions drawn from a survey conducted to understand public perception and attitudes toward cancel culture and shitstorms.
What are the main objectives and key themes of the study?
The study aims to explore the impact of cancel culture and shitstorms on businesses, analyze strategies for crisis management and reputation recovery, and investigate the effectiveness of proactive strategies to mitigate negative online publicity.
What are the key findings or conclusions of the text?
The text's conclusions synthesize findings from the case studies and survey, offering insights into the dynamics of cancel culture and shitstorms, the effectiveness of various crisis management strategies, and the overall impact on brand reputation.
What keywords are associated with this text?
Keywords include cancel culture, shitstorm, social media, online reputation management, crisis communication, brand reputation, customer engagement, influencer marketing, case studies, risk mitigation, social media crisis, negative publicity, and online controversies.
- Arbeit zitieren
- Kira Mertens (Autor:in), 2020, The dangers of social media. How cancel culture and shitstorms can affect companies and how to recover from it, München, GRIN Verlag, https://www.grin.com/document/1223563
